The client

Ward has a turnover in excess of £140 million and is the largest independent metal and waste recycling company in the East Midlands. The family-firm was established in the 1940s and now employ more than 350 people and operate a fleet of over 100 vehicles.

The project

With years of continual and learning and insight behind us, our digital team crafted a strategy that met the breadth of Ward’s ambitions. Developing an ecommerce area of the site, a company first for Ward – we focused on KPIs and results. We implemented integrated marketing tactics – from behavioural targeted PPC and SEO campaigns to marketing literature and materials

How we helped

  • Research and Discovery
  • Marketing strategy and planning
  • Brand asset generation (business cards, sales leaflets, social cut downs)
  • Transactional functionality
  • On and off-page SEO services
  • PPC and other paid media
  • Remarketing
  • Email marketing
  • Advice and Consultancy

“They always challenge me. I generally give them a brief around commercial objectives, they go away and do some research, then come back with what can be done. But, they nearly always challenge it and say here is the bigger/better opportunity, Donald.”

Donald Ward

Commercial Director

The Brief

Following the successful launch of a new website for Ward, which saw the brand pivot from a regional to a national business, we were given the challenge of increasing the quality and quantity of traffic to the site. How we chose to do this was up to us, but we knew we needed a strategy that was bold in its approach.

The objectives included; Improving brand exposure, increasing site visits, generating more general enquiries and leads, as well as increasing transactions for the skip hire arm of business.

Research & Discovery

Establishing a long-term and successful working relationship with Ward, we’ve gained valuable insight and learning, identifying areas of growth and opportunity. Open channels of communication, regular meetings and a continual process of learning, testing and improvement has facilitated a greater understanding of Ward’s customers, their pain points and industry challenges.

Transactional Success

Increasing revenue from the skip hire side of the business was identified as a key challenge. Before committing to the final web application however, we tested the market to establish how supporting internal business systems needed to work. With these goals in mind, we were commissioned to prototype a working model that operated for approximately six months, using basic WordPress forms and a Stripe Payment Gateway to model the principle.

Following a successful and profitable trial period, Ward committed to a fully functional web application that supports:

  • Multiple payment gateways (e.g. Paypal, Applepay)
  • A more robust and scalable technical solution that can be used on multiple websites
  • An improved user-­interface to increase sales conversion
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Marketing Strategy and Planning

We developed an integrated marketing strategy, to underpin future marketing activity and provide a sustained plan for growth. Documenting Ward’s position within their market, unique brand proposition and values –  the strategy formed the foundation of a cohesive marketing plan. This plan outlined marketing tactics to achieve the overall strategy, giving Ward visible oversight of all marketing channels (paid, earned and owned) and a clear breakdown of budget to more effectively track ROI.

Marketing Tactics

Tailored to Ward’s objectives, we selected the ideal mix of marketing channels and formats, working to implement and enhance each activity. This ranged from Pay Per Click (PPC) to internal communications.

Strengthening Ward’s new position as a national rather than regional business, tactical press coverage was put in place across digital and traditional platforms. Regular content was produced to support on site and off site Search Engine Optimisation (SEO). Regional and national PPC campaigns introduced.

Behavioural targeting enabled effective use budget with spend reduced when conversions were likely to be lower, for example when it was raining.

Enhancing the perception of the brand and improving internal communications, we developed a suite of assets and literature, including a quarterly company newsletter, internal branding, health and safety forms, sales team material, printed case studies, staff incentives, company presentations and powerpoint deck.

This was all wrapped up with the inclusion of automated email marketing campaigns.

Continual Improvement

Responsibility for delivering the marketing plan gave us insight into how the creative concept could transcend across a range of channels and formats. Using analytic data, heat map tools and insights to further refine and improve campaigns, budget was assigned to best performing placements.

Measuring Success

As well as receiving a monthly dashboard, Ward has access to live reports and metrics to inform commercial decisions and steer business strategy. Working closely with the Ward team over a long period of time, enabled us to glean industry and competitor insights. This, coupled with customer feedback and analytical data, helped to shape the direction of future marketing activity.

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Results

2017 (1st year of Cite marketing) v 2016

108%
Increase in overall sessions
22%
Increase in organic sessions
54%
Increase in direct sessions
54%
Increase in referral sessions

2018 (so far) versus 2017 (same period)

64%
Increase in overall sessions
59%
Increase in organic sessions
131%
Increase in direct sessions
56%
Increase in referral sessions